Internet Marketing Communications Chapter 09 of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice: Financial Times/Prentice Hall. Tuesday , 13 -July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark
Chapter 09of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice: Financial Times/Prentice Hall.
Figure 9.1 Percentage who consider the different information sources as important when researching or considering a product or service
Source: Brand New World (2004)
Special topics will cover six different kinds of internet advertising:
Search Engine Marketing
Social Media Marketing
Augmented Reality Advertising
In-Game Advertising and Advergaming
Figure 9.4 Stages involved in producing a search engine listing for the natural listings
Figure 9.9 The affiliate marketing model (note that the tracking software and fee payment may be managed through an independent affiliate network manager)
Figure 9.10 Ad click-through rates registered in different European countries by ad serving company Ad Tech The vertical axis in each chart is the click-through late (CTR %).
Figure 9.11 Basic model for interactive display advertising
Figure 9.12 Behavioural ad targeting process